11/9/2016

RelianceJiosMarketingStrategyandCaseStudy

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Home Reliance Jios Marketing Strategy and Case Study

Reliance Jios Marketing Strategy and Case

Study

Reliance Jios Marketing Strategy and Case Study Jio aims at creating an entire digital ecosystem,
oering broadband services, applications, smart devices, and mobile telephony facilities. Its oerings
range from a wide library of recorded and live music programs, television shows, sports programs to
movies. Jio Money, Jio Play and Jio Join appare among the most popular Jio applications.

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Jiocustomer acquisition Plan

Jio has appointed 50 customer acquisition and relationship managers who are hiring teams that will
target to sign up 1 million users each in the rst two months, said the person cited earlier. The
company wants to get to 100 million users in 100 days.

Whats reliances strategy behind this?

Mukehs Ambani nally acknowledges the universal truth globally consumers pay for either calls and
texts, or data they dont pay for both. This universal truth helps establish a new industry norm in
reliances policies. Mukesh also said Reliance is going to charge 1/10thof the standard in
telecommunications charges.

Whats absolutely free?

With every Reliance Jio sim, regardless of the package you buy, even the cheapest one, you get
absolutely free:
Unlimited voice calls, to any number at all, local or STD
Absolutely no such thing as roaming or charges of roaming same prices throughout India
Reliance Jio apps which will also free surng of movies music and live TV free till December 2017

What else is extremely exciting about the plans?

If you opt for any plan above the base one, which is 150, so starting from the 500 rupees a month
plans to more, you get:
Unlimited texts, local or STD
Unlimited high speed night time 4G usage
Students get an additional 25% data usage if they register their sim card on a student ID

Whats the catch here?

There are obviously some catches and marked terms and conditions for everything that seems too
good to be true. Here are few things you need to look out for:
Essentially the starter 150 rupees a month pack is good, but not marvelously great. The real
brilliant pricing starts from the 500 rupees a month plans.
Reliance has a naughty network resulting in weak signals and call drops. Maybe thats something
to keep in mind before switching.
All packs work for 28 days, not 31 days. So essentially, in the long run, youd end up buying 13
packs a year and not 12. But thats the norm with all other brands too.

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If you try to trick the system by tethering using a hack on your smartphone beyond your usage
allowance of tethering, and if Reliance nds out, you could not only face legal action but also be
banned from Reliances networks for life.

Mukesh Ambanis Plan for JIO

Billionaire Mukesh Ambanis Reliance Industries Ltd. plans to inject about 150 billion rupees($2.2
billion) into its wireless unit as it prepares to take on peers such as Bharti Airtel Ltd. in the worlds
second-largest mobile phone market.
The unit,Reliance Jio Infocomm Ltd., will issue 15 billion new shares at 10 rupees each to existing
shareholders, the India-based company said in an exchange ling late Monday, without saying how it
would spend the money. The industrial group owns more than 99 percent of the aliate, according to
its 2015 annual report.
Ambani, Indias richest person, is plowing more money into the wireless business as he prepares to
shake up the countrys crowded, indebted industry by introducing fourth-generation wireless services
through Jio. The Reliance unit has been buying spectrum since 2010 under a plan to return this quarter
to a market that now has more than 1 billion mobile subscribers.
Jios capital expenditure now is above 1 trillion rupees, not accounting for the payment for the
spectrum pacts, Thakur said, adding Reliance Communications hasnt been paid anything for the
spectrum agreements yet. Jio could evaluate options for sharing and trading airwaves with smaller
carriers, Joint Chief Financial Ocer Srikanth Venkatachari told reporters.
Reliance Jio is expected to get 80 million subscribers by March 2018, with more than half churning out
of the top three operators, according to a Jan. 11 report by CLSA, escalating the competition and
impacting realisations. Billionaire Sunil Mittal, chairman ofIndias largest carrier Bharti, had said Jios
entry will shake
up the sector and trigger consolidation.
jIO Competitive pricing
Jio 4G data services are not intended to lure only the high-end customers but also focus on the low to
mid range segments. These sections of the market are being targeted by oering all services at
reasonable prices.
LYF smart phones are priced between Rs. 4,000 to Rs 19,000 which provides maximum o take,
therefore helping Jio derive high returns.
Single-device country
The prices of LYF handsets have been determined considering that India is soon becoming a country
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where smart phone users prefer to perform most tasks on their cellular devices. Recently, Reliance Jio
launched LYF WIND 1 which is one of the best mobile under 10000 under the LYF brand. From keeping
a track of the latest news, watching movies, playing games, to reading books, the smart phone is
becoming an all-encompassing device.
This very reason is the motivation behind Reliance Jios attempt at creating aordable handsets and
services that meet high-quality standards.
Jio services
Jio aims at creating an entire digital ecosystem, oering broadband services, applications, smart
devices, and mobile telephony facilities. Its oerings range from a wide library of recorded and live
music programs, television shows, sports programs to movies.
Jio Money and Jio Play are among the most popular Jio applications.
Jio Play
The Jio Play content streaming service allows users to conveniently catch up on their favorite TV
shows. It allows uninterrupted entertainment without buering videos and also provides a seven-day
back-up of shows.
E-health services
Reliance Jio has recently entered into an association with a public health center in Punjab. The
companys e-health services are currently being tested there. The goal is to create a platform wherein
video calls can enable both medical examination and diagnosis of patients.
Reliances stake
Titled as the biggest bet made in the telecom industry, the parent company Reliance Industries
Limited (RIL) has invested more than $ 22 billion in Jio. This investment helps Jio provide high-quality
services due to its extensive 4G spectrum, advanced technology, and the widest accession of optical
ber network in the country.
A source stated that prior to the commercial launch, everything will be checked, and re-checked in
order to eliminate all glitches and create a seamless experience.
Infrastructural support
Reliance Jio is equipped to oer data plans operating at speeds of 8 to 10 MBPS. The company has also
invested in 500,000 sq.ft of data centers which are currently functioning in Noida, Nagpur, and Navi
Mumbai. An additional 500,000 sq.ft of area will also become operational for the same prior to the
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commercial launch. These centers not only aid ecient storage of data but also act as servers for Jio
applications.
The fth-largest smart phone provider in India (within the rst quarter after its launch), according to
data by Counterpoint Research, Reliance Jios commercial launch is much awaited.

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